请选择 进入手机版 | 继续访问电脑版

营销策划

    今日:91| 主题:40341
收藏本版 (15)
网络、PC端、移动端的营销、策划实战和资讯。

[其他] Using search marketing to amplify TV buys: SMX East 2016

[复制链接]
一贱终情 发表于 2016-10-5 02:15:58
307 14

立即注册CoLaBug.com会员,免费获得投稿人的专业资料,享用更多功能,玩转个人品牌!

您需要 登录 才可以下载或查看,没有帐号?立即注册

x

Using search marketing to amplify TV buys: SMX East 2016

Using search marketing to amplify TV buys: SMX East 2016
   In this session from SMX East 2016, “ The New 1+1=3: Using Search Marketing to Amplify TV Buys ,” Kerry Curran , Managing Director of Marketing Integration for Catalyst and Itir Aloba-Curi , Director of Advertiser Analytics and Insights for Bing Ads, talked about how we should be using search advertising the amplify the rest of our marketing efforts.
  Consumer behavior

  As consumers, we’re exposed to numerous advertising channels that are fighting for our attention every single day. This includes both traditional and online channels, but what are consumers actually accessing during the key moments that matter? When are they ready to make a purchasing decision?
  During those key moments, consumers continue to turn to search to help guide their purchasing decisions. In a recent study Bing did with Forrester, about 49 percent of consumers view search engines as their number one source to research a purchase. Even more so, 74 percent of consumers really trust search engines, almost as much as they trust the website or the brand they’re researching.
  Consumers use an overwhelming number of channels when researching, and they go back and forth between search and the other channels. That makes it hard for the advertiser to allocate budgets across all channels. While marketers see search as a channel, consumers don’t look at it that way. The see search as the key to their decision-making process.
  

Using search marketing to amplify TV buys: SMX East 2016

Using search marketing to amplify TV buys: SMX East 2016
  Search budgets to other channels

  While 49 percent of people are using search in their decision, only 45 percent of marketers are leveraging search in their channel mix. That means 55 percent of marketers aren’t using search in their marketing campaigns. That’s a huge disconnect.
  That makes fighting for more search budget hard because search isn’t a “sexy” channel. TV receives 3X the budget that search receives, and while it plays an important role in moving people down the funnel, we need to see a better balance across the media mix to allocate more budget, because the second-screen phenomenon is here.
  

Using search marketing to amplify TV buys: SMX East 2016

Using search marketing to amplify TV buys: SMX East 2016
  Because so many people are using their smartphones or computers while watching TV, Bing found that there was a 50-percent decrease in branded searches when you turned off TV buys.
  TV + search: actionable items

  In order to measure the impact of a big TV buy to see search behavior, Bing and team turned to the mecca of marketing: the Super Bowl.
   For example, during the infamous Budweiser “Lost Dog” commercial in 2015, the search engine a huge spike in related keywords in queries, not just around the King of Beers’ brand, but around the content in the commercial. In fact, most of that spike came from non-brand queries, so you can now capture the demand that the TV buys or your competitor’s TV buys are doing by beefing up paid search during those slots.
  You can also test ad creative to be used on other channels with TV and search. For example, one of Bing’s credit card clients ran search along with a TV promo, and they took the ad messaging and keywords from their commercials and incorporated it into their search ads.
  They found that while the ad copy was focused on “points,” consumers resonated with “rewards” more. When they switched the language, there was a 120-percent increase in impressions and a 16-percent increase in enrollments. They then took those findings to display and TV teams to incorporate that wording into their other channels.
  In conclusion, there are four main takeaways when it comes to using search marketing to amplify your TV buys:
  
       
  • Keywords.  Bid on relevant keywords and target brand, non-brand.   
  • Creative.  Test best ad copy and share with non-search teams.   
  • Flighting.  Align paid campaigns with media flights.   
  • Conquesting.  Plan campaigns to capitalize on competitor TV flighting and copy.  
  If you’re not doing the above, you can bet your competitors will be.
         Using Search Marketing To Amplify TV Buys By Kerry Curran and Itir Aloba-Curi from Search Marketing Expo – SMX
     Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listedhere.



上一篇:SEO outsourcing: what do you need to know?
下一篇:Bill Hunt on Being Proactive in SEO #SEJSummit by @wonderwall7
一点开门 发表于 2016-10-5 03:08:53
锄禾日当午,一贱终情真辛苦。谁知坛中餐,帖帖皆辛苦!
回复 支持 反对

使用道具 举报

方力眠n 发表于 2016-10-5 03:10:02
楼下的小伙伴,速度跟上!
回复 支持 反对

使用道具 举报

森浓不绿 发表于 2016-10-5 03:18:46
小弟森浓不绿默默的路过贵宝地~~~
回复 支持 反对

使用道具 举报

雪的发丝 发表于 2016-10-5 03:18:48
沙发位出租,有意请联系
回复 支持 反对

使用道具 举报

jsjsss 发表于 2016-10-5 03:18:55
秀起来~
回复 支持 反对

使用道具 举报

akfql 发表于 2016-10-5 03:25:26
土憋矫情无下限
回复 支持 反对

使用道具 举报

筱筱 发表于 2016-10-5 03:45:29
学海无涯,回头是岸!  
回复 支持 反对

使用道具 举报

eqeq0123 发表于 2016-10-5 04:24:39
帮顶个帖,攒人品,说不定我就会升职加薪、当上总经理、出任CEO、迎娶白富美、走上人生巅峰,嘿嘿,想想还有点小激动。
回复 支持 反对

使用道具 举报

米蓝001 发表于 2016-10-5 04:58:10
我只是路过,不发表意见
回复 支持 反对

使用道具 举报

*滑动验证:
您需要登录后才可以回帖 登录 | 立即注册

本版积分规则

我要投稿

推荐阅读

扫码访问 @iTTTTT瑞翔 的微博
回页顶回复上一篇下一篇回列表
手机版/CoLaBug.com ( 粤ICP备05003221号 | 文网文[2010]257号 )

© 2001-2017 Comsenz Inc. Design: Dean. DiscuzFans.

返回顶部 返回列表